2017 Winners

Bajaj V - The Nation's Bike

Automotive

Bajaj Auto

TLG India

Case Summary
The commuter segment motorcycles in India is dominated by Hero Motors since over a decade, with multiple category launches failing to change this. How could Bajaj Motorcycles possibly trump this? Presenting Bajaj V – The Nation’s Bike. While India grew prouder of its national identity, its iconic warship - INS Vikrant - was reduced to scrap. Bajaj Motorycles built a bike infused with its metal, making national pride tangible for all. V was an instant rage, selling 11000 units on day one and over 100,000 units in just 3 months!

Be a Family Person

Consumer Electronics and Durables

BenQ

BBDO Taiwan

Case Summary
Most Taiwanese small families don't consider home projectors essential household items. Our challenge was to turn it into one. Our insight was that many modern Taiwanese couples experience various marital problems originating from the homemaker/breadwinner dichotomy. We identified three main marital issues and addressed them by producing corresponding mini-movies. In the films, BenQ home projector took the role of a “fixer", an essential item bringing life back into the relationship. The campaign struck a chord: it was viewed by 42% of the Taiwan population, increasing sales by 205% vs. PY.

A Natural Silence

Food

Brownes Dairy

Meerkats

Case Summary
Having once been category number 2, by mid 2015 Brownes Dairy’s yoghurt range was in danger of being delisted. Brownes used the most unlikely of weapons - silence - to demand a re-taste. It worked. Mums saw the advertising, believed the promise of all natural yumminess, tried it and made Brownes their regular brand. Brownes reversed an annualised decline of -16.4% to create quarterly growth of +30.4% during the campaign period, taking them from number 5 in the category back to number 2, six months sooner than scheduled.

Meet Graham

Government / Institutional

Transport Accident Commission

Clemenger BBDO

Case Summary
Transport Accident Commission wanted to start a conversation about our vulnerability to road trauma. Problem is, people don’t want to talk about it. We provoked them with ‘Graham’, a lifelike sculpture that shows how our body would have to change to survive a crash. A meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about vulnerability in person, online, and through the news. ‘Graham’ was an overnight success with his iconic form seen across the world; helping prompt a global conversation about our vulnerability.

Cognitive Collection

IT /Telco

IBM

Ogilvy & Mather Singapore

Case Summary
As an IT gold rush is emerging in Australia, companies are investing in digital technology to transform and compete. But IBM struggled to be heard. IBM had to prove its relevance outside its traditional comfort zone. The ‘Cognitive Collection’ campaign, the world’s first application of IBM’s Watson AI technology meeting the modern fashion industry, put the brand under the spotlight, generating unprecedented new business growth and a mind blowing ROI.

Cat Street View

Travel / Tourism

Hiroshima Prefecture

I&S BBDO Japan Group/KOO-KI

Case Summary
Onomichi, a small port town located in Hiroshima prefecture, had struggled against the slow growth in tourist numbers. We developed “Cat street view”: a Digital map like Google Street View, it is a service that introduces nomichi’s unknown charms from the perspective of cats (from a height of 15cm above the ground) through a narrow alley or sometimes even from under cars. It was broadcasted by 409 media outlets and the number of visitors to Onomichi rose 17.6% in two months after the launch compared with the previous year.

Experience pride with Nation's Bike

Brand Experience - Products

Bajaj Auto

TLG India

Case Summary
The commuter segment motorcycles in India is dominated by Hero Motors since over a decade, with multiple functional category launches failing to change this. How could Bajaj Motorcycles trump this? Presenting Bajaj V – The Nation’s Bike. While India grew prouder of its national identity, its iconic warship - INS Vikrant - was reduced to scrap. Bajaj Motorycles built a bike infused with its metal, making national pride tangible for all. V was an instant rage, selling 11000 units on day one and over 100,000 units in just 3 months

Cat Street View

Brand Experience - Services

Hiroshima Prefecture

I&S BBDO Japan Group/KOO-KI

Case Summary
Onomichi, a small port town located in Hiroshima prefecture, had struggled against the slow growth in tourist numbers. We developed “Cat street view”: a Digital map like Google Street View, it is a service that introduces Onomichi’s unknown charms from the perspective of cats (from a height of 15cm above the ground) through a narrow alley or sometimes even from under cars. It was broadcasted by 409 media outlets and the number of visitors to Onomichi rose 17.6% in two months after the launch compared with the previous year.

MILO Champions

Brand Revitalisation

Nestlé

Ogilvy & Mather

Case Summary
MILO, an ageing icon, with sales at a five year all-time low had lost relevance with the latest generation of parents, and urgently needed to turn this round before the brand became a faded star. By swapping spend in traditional channels with spend in innovation the Milo Champions Band and App, a first in the category, re-engaged digitally savvy parents and by embracing technology helped them get their kids off their screens and more active, achieving a turnaround in brand relevancy and returning the business to growth.

The Boys

Branded Content

Pacific Brands

Clemenger BBDO

Case Summary
Australian blokes don’t care about their undies, let alone talk about them.
And once the safe choice, BONDS, came under private label attack with a price gap you could not ignore. BONDS had to find a way to get undies back into collective guy’s agenda. But instead of trying to convince men their undies were better, they spoke to them about something they care about – their balls. The rest is history. And an unlikely pair of ‘talking testicles’ were on the nations lips.

Hero of Category vs Heroes of India

David vs Goliath

Bajaj Auto

TLG India

Case Summary
The commuter segment motorcycles in India is dominated by Hero Motors since over a decade, with multiple category launches failing to change this. How could Bajaj Motorcycles possibly trump this? Presenting Bajaj V – The Nation’s Bike. While India grew prouder of its national identity, its iconic warship - INS Vikrant - was reduced to scrap. Bajaj Motorycles built a bike infused with its metal, making national pride tangible for all. V was an instant rage, selling 11000 units on day one and over 100,000 units in just 3 months!

Brewtroleum

Positive Change Environmental – Brands

DB Breweries

Colenso BBDO

Case Summary
To promote DB Export, we gave Kiwi men a brilliant reason to drink more beer. Brewtroleum is a biofuel made from leftover brewing yeast. It cuts carbon emissions by 8%, meaning every time a man drank DB Export he was helping to save the world. Suddenly every sip made a difference, every party was for the planet. We turned 58,000 tonnes of yeast slurry into 300,000 litres of biofuel – enough to supply 62 service stations around the country and to open our own flagship Brewtroleum station.

The Heart Attack

Positive Change Social – Non-Profit

The New Zealand Heart Foundation

Barnes, Catmur and Friends Dentsu

Case Summary
New Zealand’s biggest killer is Heart Disease. Scores of New Zealanders die every day because they don’t even know that they’re having a heart attack and fail to get help. The Heart Foundation created their first awareness campaign with the goal of increasing awareness of heart attack symptoms and ambulance calls. But changing behaviour can take years, and we only had two weeks. So instead of lecturing people, we created a simple challenge called The Heart Attack Act. It went global, smashed our objectives, and is still saving lives now.

Don't Ignore a Cough

Programmatic

Flordis

AFFINITY

Case Summary
Flordis, a relatively small natural medicines company approached us to re-launch their newly acquired remedy – Prospan, a kids cough syrup. Prospan was facing increased competition from larger more established players. So we used a combination of big data and programmatic advertising to find a way to specifically target the mums of children who were about to come down with a cough. The activity resulted in a 27% increase in sales by delivering significantly more powerful engagement at a lower cost.

Embracing Dirt Now an Act of Faith

Seasonal Marketing

Unilever

MullenLowe Lintas Group

Case Summary
This is the story of a campaign in the holiest month of Islamic calendar – Ramazan. However, Surf Excel’s Philosophy “Dirt is good’ looked out of place in a month of purity. Besides the TV space was crowded with brands focusing on praying, fasting and eating, the outward manifestations of Ramazan. So we delved into the inner meaning of Ramazan and created a campaign that went beyond brand and category to establish an almost spiritual connection with people.

Dads #ShareTheLoad

Social Media Marketing

P&G India

BBDO India

Case Summary
Sheryl Sandberg said this campaign contained “one of the most powerful videos I have ever seen”, and as COO of Facebook and world’s leading voice on gender equality we can assume she has seen quite a few powerful videos. ‘Dads #ShareTheLoad’ for Ariel exposed how the burden of housework on women is passed down generations in India, inspired and helped over 2million men share the load of laundry. The campaign smashed all viewership and engagement norms, led directly to an 80% increase in sales of its premium variant Ariel Matic.

This Bike Has Ms

Sponsorship & Event Marketing

MS

Grey

Case Summary
"This Bike has MS" reached over 24 million people, raised $440,000 for MS treatment and garnered $7M in earned media by putting a disease into a bike. It had symptoms designed into its build and was then ridden at a charity event by an Olympic cyclist, shocking spectators as he struggled to finish the ride. By hiding the debilitating symptoms in a bike, we turned "another" fundraising campaign for a disease that only affects 0.001% of the Australian population into something which started a new conversation around the world.

The Joy Exchange

Sustained Success

The Akanksha Foundation

Ogilvy India Group

Case Summary
India has over 580,000 teacher vacancies!
How could Akanksha a small but extremely quality conscious NGO with zero marketing budgets, spread awareness about its need for teachers amidst the noise created by other NGOs and private organisations? We came up with the idea of – THE JOB EXCHANGE where Akanksha kids would charm people by doing something relevant for them and in turn request for the gift of education. The campaign was rolled out in 4 phases:
1.Classroom Mumbai 2.Message Barter 3.Anthem 4.Job Switch

#HelpAChildReach5

Sustained Success

Hindustan Unilever

MullenLowe Lintas Group

Case Summary
Lifebuoy’s ‘Help A Child Reach Five’ aims to reduce Under 5 deaths, by creating awareness about the power of handwashing with soap and how this can arrest these preventable deaths. We started with Gondappa film to highlight Under 5 deaths, we then took the initiative on-ground and in 2015 created a social experiment to talk about neo natal deaths. Our sustained efforts from 2013 to 2016 got us tremendous results, including reducing death rate in India and getting United Nations to include handwashing in the Sustainable Development Goals 2030.

Snap Counsellors

Youth Marketing

LoveDoctor.in, Chayn India

TBWA\ India

Case Summary
Indian society frowns upon the idea of 'teen dating'. In fact, it doesn't even openly recognise it. The significance of relationship abuse is restricted only to married women with the infrastructure around it being weak and inaccessible. In short, victims of abuse in teen relationships feel helpless. This led to the birth of a platform where teen relationship victims can be counselled without any judgement by the society. A discreet and private way to share their concerns without their partners knowing. Snap Counsellors - World's first teen helpline on Snapchat.